She compiles fashion images, works as a personal stylist on shoots and with private clients, predicts trends, and introduces new aesthetics to the masses.
1
“Fashion” means fashion.
So a fashion stylist creates fashionable clothes?
A stylist doesn’t make up clothes. He chooses costumes and accessories, colors, fabrics and textures, thinks about the models’ poses, gestures, emotions and looks in such a way as to convey the mood and atmosphere.
2
Does he work mostly on set?
Yes. All the photos in fashion magazines are taken with the help of fashion stylists. Photos in magazines tell entire stories. To achieve this, a fashion stylist develops a concept and style for each shoot. He uses the season’s most iconic items, clothing and accessories, hair and makeup. The stylist expresses fashion trends through photography and video.
Their work is not just a picture, but creativity, art.
3
Who books shoots with fashion stylists?
There are several directions.
Fashion shoots for fashion magazines. Here the stylist works with models and celebrities.
Commercial shootings. Fashion-stylist works on the shooting catalogs, lookbooks, music videos, campains for different collections, clothing brands and accessories, for designers.
The stylist’s job is not just to put together a set of clothes and take pictures of them. You need to create a complete image that reflects the main idea of the brand or collection and convey it to the customer.
Private orders. The stylist takes apart the client’s closet, consults on image and style, makes recommendations and organizes a joint shopping trip. This is usually the task of another specialist – a personal stylist, but many fashion stylists also do this.
4
But there are many specialists involved in fashion shoots. What does the stylist do exactly?
Yes, that’s right. A whole team works on the shoot: photographer, model, makeup artist, hair stylist.
The stylist finds and brings clothes and accessories and changes the model’s clothes. But this is only the external part of his job. The main task is to come up with and embody the image.
Compare the two pictures:
The first one is a shoot without a stylist. The purpose of this photo is to show the clothes. To show what length it is, what fittings it has, where the darts are. The clothes are beautiful, but they can be called ordinary: anyone can make such a set. The photo does not evoke emotions, but it is very practical – it shows that this combination of things looks very good, so it can be used in everyday life.
The second one was made with the help of a stylist. The image here is pure art; everything is very beautiful, but impractical – we can hardly wear it in life. It is the art that the fashion stylist does. The picture has a complex image, an inner meaning and uniqueness, it evokes emotion, and that’s what makes it artistic. The purpose of this photography is to set fashion trends, to create a new style, to inspire people to try something new.
5
How is a fashion stylist different from other stylists, they are different, right?
Yes, there are many stylists. There are personal stylists who work only with private clients. There are stylists in the media, such as on television, who work with the style of presenters and program characters. Celebrity stylists dress stars on the red carpet, blogger/journalist stylists talk about fashion, cover shows and shoots, or create their own style.
They all live and work in the current season, which is the here and now, and don’t always deal with fashion trends. The image can be beautiful and stylish, but not necessarily fashionable.
A fashion stylist, on the other hand, works exclusively with trends. He lives as if six months in advance. That is, he already shows what everyone else will be wearing in two seasons. He senses where fashion is heading, and anticipates fashion trends. In essence, he sets fashion trends and creates iconic images for his time, which will want to be imitated.
This is the important main difference between a fashion stylist and others. He creates the new. Lotta Volkova, one of the most famous stylists, introduced fashion to the aesthetics of “guys from the neighborhood.” After that, everyone started to dress in olimpiyki, jackets with tights or sports pants with pumps. Great job by the fashion stylist!
6
So, let’s summarize. What does a fashion stylist do at different stages of the shoot preparation?
- It tracks, researches and forecasts fashion trends and tendencies. He studies fashion analytics, new decisions of designers.
- Studies advertising and fashion photos, videos from shows.
- Creatively compiles mudboards by collecting inspiration: photos, drawings, magazine clippings, and so on.
- Composes fashion images: selects and combines interesting trendy combinations of clothes, shoes, and accessories, thinks over meanings. Chooses a place for the shoot, the model’s makeup and hairstyle, and her poses. Ensures that the images fit the style of the brand or magazine.
- Negotiates with brands and showrooms for clothing, orders things for the shoot, and returns them after the shoot.
- She travels to stores, showrooms, boutiques, and secondhand stores in search of custom pieces and looks for inspiration for the image.
- Working directly on set: dressing the model, making sure the clothes fit well, correcting the process of styling and applying makeup. Can help the photographer choose the angle and light.
- Takes part in forming the creative team and selecting models for shoots and fashion shows. Although it is not always in his power.
- Advises designers on fashion trends.
7
What does a fashion stylist need to learn?
- Modern fashion, global trends and the main vectors of industry development. It is also necessary to know the history of fashion and clothing, key designers and style icons of different eras.
- The laws of style, the criteria of style: how to create a complete image and image.
- Basics of composition and coloristics, laws of color perception, ability to select and combine different colors.
- To know how attitudes to the body and standards of beauty have changed over time. To understand different types of figures and body proportions. Be able to visually correct a figure and match the shape and texture of clothing to a person’s appearance.
- Understand the types of fashion shoots and their specifics; for example, the difference between a special project shoot and a magazine cover shoot. Understand how the shooting process is organized. Know how to match the image with lighting, interior design, and so on.
- Understand fashion photography and the special features of a photo shoot.
- Understand and analyze trends, know the market of global clothing manufacturers.
- To orient in stores and their assortment, to know where it is possible to buy things favorably and conveniently. Develop professional shopping itineraries.
- Know how to work with glossy and top manufacturers, designers, promote personal brand.
- Understand the psychology and nuances of professional and ethical communication.
8
Where and how do fashion stylists work? Is it a freelance job, a remote job, an office?
As a rule, stylists work freelance or part-time on several projects. For example, you can work on a magazine cover, develop a shoot for a clothing brand, and another one for a model’s portfolio at the same time. Stylists are rarely on the staff of any company. On the contrary, they look at collections with fresh eyes and can give a brand new ideas. That’s why clothing manufacturers usually hire new stylists rather than using in-house stylists.
